7 Video Metrics to Be Aware of for 2021 and Beyond

The entire world will watch three trillion internet video minutes every month at the year 2021's close this is about 5 million hours of video each month, or about one million minutes of video per second. That's kind of a big deal. Since marketers are creating videos, the most important performance metrics for video were never more vital.

This goes beyond total number of views and expands on the basis of how to comprehend the details of the viewer's journey. In this article I'll go over the most important performance metrics for video that you need to study to improve the performance of your videos.

What are the metrics of video?

Video metrics are analytics for performance which help you assess and quantify the effectiveness of your film. This gives you key insight on your video's overall effectiveness. These metrics often include the percent and average time of view time of people that actually watched your video. The details of your video's metrics could alter the way you previously measured the effectiveness of your videos.

Important video metrics and analytics to measure the performance

Video will make up 79% of all mobile traffic until 2022. With this high percentage, filtering success beyond view time is essential. It is important to have more data points to measure that actually influence your video strategies. In this article, we'll an examination of the most important metrics to examine and reveal how customers view your videos.

1. View Count

This has to be the most common metric, and it does not even scratch the surface. It will tell you the overall quantity of the instances your video was watched. Your views then dictate the general audience reach for your film. If your objective is to create awareness and then reach an enormous audience, this measure will become the gold standard.

One thing to be aware of when it comes to view count is the way the views are rated based upon the channel(s) that you're using. In the case of the one video channel, a single view may be counted as 3 seconds, while on another it counts a view at 30 seconds. You have to consider this especially when you use multiple media for video. Below are three tips to increase the number of views you can get:

1. Share your video on social media. Make sure you use a specific hashtag for the purpose of identifying the video to your brand. Take the natural route or opt for paid social ads.
2. Share your video via emails. If you already are on a mailing list fire off your video as a formal marketing campaign. You can also add CTAs to incentivize your audience to share your video via their social network.
3. Engage with influencers who are relevant. Seek relevant influencer partnerships. Let them promote the video on general blogs or stories to introduce your brand to their following.

2. Audience retention

Retention of the audience is the normal amount of video viewers watch. If the first few seconds of your video are weak and there are drop-offs in viewership, audience retention takes a hit. To put this metric in numbers let's say you just released a video which is 8 minutes in length. If people watch your video on average for 4 minutes, your Audience retention for the video is at 50%.

To help with retention, begin your video by using a catchy hook to reel your audience into. An effective hook will grab the attention of the audience right away, making viewers want to keep watching. Here are a few examples of different forms of hooks can work:

• Standard Teaser. You've seen this many times, with hooks such as: "And later in this video, I'll teach you how to lose 10 pounds in a week".
• Sneak Peak Start off. The video should begin by introducing a variety of major moments coming up at some time later on in the video. Don't give too much away. Consider how you view the preview of a TV movie or show.
• Informative upfront value. This is a basic catchy hook that's often employed in training videos "In this video you're going to learn how to make candles yourself."

3. Impressions

video impressions are when a video shows up in a user's browser, usually as an advertisement. Sometimes, they're not action-based metrics and are measured by the visitor simply seeing the video pop-up.

If you're planning to utilize your video in an advertising campaign, you'll need to be aware of the metrics of impression. Below are some of the ways you can analyze the metrics that measure the effectiveness of campaigns using video:

• Examine the amount of times the pay-per click video ads appeared for search queries
• Check out how often a video ad appears on social media
• Compare metric insights through websites that are third party like Pinterest and Google.

4. Click Through Rate (CTR)

We typically consider email marketing when we hear about click-through rates (CTR). But in the case of video, a CTR is the proportion of viewers who click the call-to action button in your video content.

The video's CTR gives the viewer a direct indicator of the success your video is at encouraging viewers to take action. Your call to action must then be pertinent to the content of subject matter, tone, look and feel. If it seems out of context, it's not going to be well received by the viewers. Here are some ways to use CTRs within your video content:

• Design and place the CTA. Make it visually attractive so that it is noticeable. It is possible to place your CTA throughout your video. Once you have made enough adjustments, stick and see what is effective.
• Prioritize the engagement of your users first. If your metrics indicate drop offs, before you see your CTA the other tasks need to be done on content.
• Write compelling CTA copy. It should be relevant to your video's subject matter. One of the last things you would like to do is to confuse your viewers.

5. Play the game at your own pace.

If you wish to get a specific percentage of your target audience to play in your video, then play rates are the most important metric to consider. Play rates are the percentage of page visitors who actually hit play before they began watching the video.

This measure is a great gauge of how appropriate the video's content is the location where it's placed as well as how successful in entices viewers to watch. Marketo analyzes play-time in an easy formula:

 Play rate = % of those who have clicked and watched the video divided in % of the total number of users who accessed the page of landing.

6. Engagement Rate

Engagement metrics are usually the most sought-after and essential to measure. It's where you get to the juice of how impactful your content is. This rate includes the average view time and the percentage of your video that people actually watch. Another formula calculates engagement rates:

• Engagement rate = total watched time/total number of video plays ( not including replays)

• You must meet the expectations of your viewers. If your audience is expecting to be educated or watched a how-to video, but instead is being pitched at, chances are that they will drop off.
• Cut out the clutter. Make sure your videos are short and to the point.
• Identify peak engagement points. If there are any commonalities in regards to the time when viewers stop or stop watching altogether determine why and make the necessary modifications. C

If your engagement level isn't high at first Don't get too upset for this. Keep in mind the goal of your video above anything else for it to grow in popularity over time.

7. Duration of view average and end rate

We must not forget the average duration of a view. This is the sum of the watch time of your video divided by the total amount of plays that the video has, including replays. The metric measures the ability of your video to hold the attention of the viewers throughout the film. This metric is commonly found in an "watch time" report from the video software and comes with detailed time stamps.

Important YouTube metrics you should know

YouTube is the 2nd most popular search engine around the globe, second to Google. What the YouTube video metricsshine are in regards to the insights of viewers, impressions and click-through rates. Here's insights on why these metric types are a must-measure for the savvy youtuber.

• Youtube offers a detailed dashboard with audience reporting to determine the demographic details of your viewers. Utilize this data as a starting point when creating and enhancing videos.
• The impression of your video is recorded every time someone sees the thumbnail for your video. It is important to ensure that the thumbnail is appealing and pertinent to your video content.
• When there is a high number of clicks that's an excellent indication that your thumbnail and keywords work. It is a good idea to keep it in mind to look over previous videos to see what they have that is similar to determine which ones are effective and which don't.

Important metrics to consider

• Advanced video analytics allow you to determine the behavior of viewers from any location and what devices they're using to stream.
• Explore your analytics and discover the ways your videos are found.

Video lead generation Setting KPIs

• Play rate goal Determine the play rate that is successful is for your particular video. If you use more than 1 video solution remember that different platforms measure different plat rates.
• Conversion goal: This is the percent of people who view your content that turn into customers. It can be difficult to measure, but the inclusion of a video on your landing page A/B-testing CTA's may increase click-through-rates so you have an idea of which one works the best. If users are engaging with your content more, they are likely to have a higher chance of converting to customers.

Video metrics on social media to be aware of

Videos and social media are inextricably linked. But measuring video metrics for social media are more than likes and comments. Like any other measure one must focus on what will work to build your brand. Always think about the goals you want to accomplish by putting your videos on social media. Below are key social metrics that you should be aware of:

• Audience Reach:Reach measures how many people your advertisement was shown to. It is the only way to determine the amount of viewers. While a large audience may be a good thing however, it is effective when you compare to other similar metrics.
• number of followers:Keep a close eye on your followers when releasing the video. Encourage your following to follow, like and comment on the content. Social influence can spread in a blaze of fire and sharing your contents will boost your ranking in the algorithm. This can lead to an increase in your audience. If the numbers aren't growing with every new video, a modification of content may be required.
• Engagement:This is an important one. It speaks to the amount of engagement on social media about your content and brand. Are users having discussions about the content you post? Do they share your content or re-tweeting it? Consider your goals using social media in relation to engagement. Find the right balance between creating interaction and sharing videos.

Closing up

There is a wealth of data in our possession. It's never been simpler to understand and measure the impact of video. The variety and kinds of metrics may seem overwhelming, remember to stick on the ones that are relevant to your needs. It's not necessary to use all metrics, but you should be receptive to the results.